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Why Twilio Bought Segment … and Why You Should Care - No Jitter

Why Twilio Bought Segment … and Why You Should Care - No Jitter | The Marteq Alert | Scoop.it
Segment was founded in 2011. Its first product, Analytics.js, was an open-source library unifying web data collection. What many people don’t appreciate is that marketing uses many applications, including Google analytics, marketing automation, A/B testing, and web personalization, to track how customers and prospects are interacting with brands online. Each uses its own method to collect data, and results are difficult to connect. The problem compounds when adding in mobile, e-commerce, or other sources of customer data. This is the problem Segment has been tackling by gathering customer activities in a single repository that multiple applications can use.
 
Over the years, Segment kept on adding data sources and interaction channels. Today, its website lists over 300 integrations. Eventually, it created unified customer profiles and segments to support a broader set of use cases, such as website personalization, A/B testing, or personalized product experiences.
 
If you remove the marketing mentions from the previous paragraphs and re-read them, you have the description of an enduring customer service issue: how to assemble a unified customer context. Think of a contact center using a virtual customer assistant, quality management, and speech analytics software. The contact center software itself plus these additional three applications each track calls. The information needs to be combined, enriched with other data elements such as conversation outcomes and history, so it can be leveraged for recommendations on how to improve the customer experience (CX).
 
Indeed, Twilio described the acquisition of Segment as the catalyst needed to transform itself from an API company into a customer engagement one.
CYDigital/marteq.io's insight:

No brainer. Now imagine adding zero party data to that CDP. Wow!

 

See how extended zero-party data is your greatest marketing resource...tap into it right now!: http://un.marteq.io/WP1/ #martech #marketing

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Twilio Buying Segment for Improved Customer Engagement - Channel Partners

Twilio Buying Segment for Improved Customer Engagement - Channel Partners | The Marteq Alert | Scoop.it
Twilio is buying Segment, a startup that helps businesses track and manage customer data, for $3.2 billion. By combining the two companies, Twilio says it can deliver a single, unified view of customers’ insights. That helps companies better understand their customers to engage more effectively.

“By building the customer engagement platform of the future, Twilio will help our customers gain insights into interactions with their own end customers,” Glenn Weinstein, Twilio‘s chief customer officer, said. “We expect Twilio partners to participate in building this future, by bringing their expertise and technology to the table.”

Segment will form the data that fuels Twilio’s Engagement Cloud.
CYDigital/marteq.io's insight:

FYI.

 

See how extended zero-party data is your greatest marketing resource...and you can tap into it right now!: http://un.marteq.io/WP1/ #martech #marketing

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